if not the weather out there can cheer us up, then maybe a new edition of my „10 Minutes of Creativity” ?
Quite impressive is the first example. You might think that P&G has too much of this typical advertising, showing the product benefit with a smart demo in a boring way. That is not true at all, P&G for me had stellar examples of fantastic advertising in the past. Great and very true insights, often hitting a very relevant nerve of present times. After the #likeagirl campaign this example is another strong move of P&G. This time with no relation to a specific product but just to the company with a clear and meaningful statement. Very strong and with the power of the company behind it, a super contribution to the recent happenings in the US. Great!
The next example is a great example of storytelling shown by McDonald’s. Played on Social Media, am sure it is very engaging for the target group, executed in a fun and entertaining way and silly enough to be relevant. No doubt the awareness for the new delivery service Mc Delivery via Foodora will increase as it is well integrated - I guess that was part of the objective. Not to forget about their brand ambassador Jerôme Boateng. Please more of that!
Independent of the recent Diesel gate I want to share an example of VW for their new Arteon car. A very brave idea of the agency as it is from a client’s pov definitely a risk to execute it in that way. I think a successful experiment: I find it a very beautiful and unusual way to stage a car. Very engaging, too! I was hooked up and stunned by the results of the photographer. “You don’t need eyes to see the beauty” – do you?
The next example you probably only understand when you are German. It is for the travel portal www.fluege.de – and very memorable with regards to the spelling of the URL. In this case important as a competitor secured the URL www.flüge.de. Very simple idea, great execution - left me with a giggle. Objective of generating awareness definitely fulfilled.
I mentioned it already in one of my last editions of the “10 Mins” – somehow driving safety is a complete field on
its own with regards to advertising, no matter if car manufacturers or official societies are the sender. The following is from Toyota and is high-lightening an app for the new drivers to ensure
they are not distracted by incoming messages on their phone nor by driving too fast, both the main reasons for accidents within the group of novice drivers.
Am not sure if the insight is entirely true, anyway, I think in the exaggeration the objective is nicely displayed and the app certainly is a safety-ensuring gimmick.
I wish you a nice weekend, hope the sun is coming out!
Should you need support in the development of your campaigns, I am here, ready to kick-off a new project with you..
All the best,
a new edition of my “10 Minutes of Creativity” is ready to be explored. Enjoy!
I start with a funny example of Social Media Content for a radio channel in Germany, Antenne Niedersachsen. Very entertaining and such a true insight – am sure you could spot yourself in it. I love it as the idea is so simple and convincing. Have to laugh every time I watch it.
A perfect match is the next example, too. NGO’s often advertise in a very extreme way, playing with feelings like shock, fear, pity or sadness. The Ol Pejeta Conservancy found a pretty smart and fun way to generate awareness for their cause. A funny, very congenial and not at all patronizing activation with well-deserved results. Am sure, you agree!
For Father’s Day, Gilette developed a nice “application”. P&G showed already in the past quite some touching examples (i.e. “Thank you, Mom”) – and I must admit this one is pretty involving, too. The product feature is nicely integrated and does not come across too advertisish, from my pov really an important aspect as it would be less convincing. Well done.
I am sharing the next Social Media campaign just because it is funny. You immediately empathize with the two lads – it is entertaining, a good laugh and clearly memorable. There is a whole series, fun to watch! Could have been for Ikea though, too – with a different twist. Anyhow, am sure everyone of us can relate to that frustration they feel and to the craving for a little cheer-up.
It is obvious that I, aka Nutella-Junkie, need to share the next example. Not super innovative as done by Coke in the US before (although on a smaller scale, 2 million bottles “only”) – anyway, beautiful outcome, very impactful at shelf and clearly a want-to-have-one gadget, so no wonder that 7 million of Nutella glasses where sold out within a month in Italy. Unique like the product: Because there is only one Nutella. I like!
Don’t know if you realized it but last week was the day of the kiss. A day, right in the court of Labello who used that opportunity for a nice experiment. It is not that we haven’t seen similar experiments already (i.e. Carlsberg) but anyhow, the consumer out there did probably not and therefore it is absolutely okay to adapt it your way. Sweet.
Just in time for the holiday season a sweet little piece of Online video of JetBlue vacations. Also not new to use children to make it engaging and funny, this somehow always works, doesn’t it? No matter if distinctive or not, it brings the benefit across in an entertaining way and probably makes curious to check it out. Mission completed, I would say!
I wish you all fantastic summer holidays. Hope there is sun, fun and time for
Just in case you need someone to bring things forward while you are on vacation: you can book me any time: email@example.com
time is flying, spring showed only a glimpse of sun until now, so before that changes use the time to deep dive into
fresh advertising… Feels like a sun beam and very refreshing, too!
My first example is strongly linked to our bikini and swim shorts body shapes.. And really, who cares? Dove proves again that shapes and sizes are diverse and no matter what size, also normal. Their strategy very consistent, now also transferred to their packaging of Dove bodywash. Made me smile. I like, I like. Especially when you consider that it requires a far more complex production process as well as more complex logistics for wrapping and shipping.
For the next example I like the idea a lot. Very simple, very cool and also cheeky and very entertaining. The spots are for Rewe, a German supermarket chain and want to highlight the private label “Ja!” which is well-known for good quality to a cheap price. From my point-of-view great content, nails it and is definitely memorable. Ja! More of that, please.
I am still giggling about the next example. So funny! It refers to the fact that there are special times in Germany where the police increase the amount of mobile speeding cameras in cities for a limited time only, called “Flashing marathon”. The “Deutsche Bahn” used this insight to their advantage, very congenial and engaging content for their social media channels. Well done.
Less funny is the next example - but not less impactful. One might think that the topic of “road safety” is somewhat used up already – and still there are examples who interpreted it in a complete different and unique way. So does this example – and my guess would be that the “victims” do not jaywalk too soon again. Mission completed..
Am still a bit indifferent about the next example. The going industry wisdom now is that younger demographics tend to
put a lot of trust in messaging coming directly from social influencers, perhaps more so than they do with traditional advertisements. Unilever send a “new” product to influencers to test it and
receive their reactions to later reveal the truth about the product. Generally, I would say it was a clever insight to put it to reverse, however it left quite a bad aftertaste with me. Being
tricked can be super funny – but it can also be quite embarrassing – and that was my feeling while watching it. Which does not mean that it can’t be convincing to the broader mass. New potential users might give it a try – and
it certainly is a nice confirmation for the actual buyers. What do you think?
Not sure if you have seen the latest ad from Pepsi with Kendall Jenner? If not, you did not miss anything as it is not really worth watching, sorry! – but the discussion around it certainly is. Very much so to the advantage of Heineken beer who launched a new campaign nearly to the same time as Pepsi did. Heineken way smarter and far more credible than Pepsi – and because of this, Heineken benefits from Pepsi’s failure. Heineken worked closely with The Human Library™, a non-profit organisation which is designed to build a positive framework for conversations that can challenge stereotypes and prejudices through dialogue. #openyourworld is a great example for tolerance in a free world. Every opinion counts, there is no right and wrong – listening leads to understanding. Or maybe not, but at least it helps to overcome monotype thinking. A great discussion with great timing, very well done!
That was it. Hope you enjoyed it!
Wish you all the best. In case you need an external view and grip, I am here! I would be more than happy to support you - just give it a try...
maybe you have a little bit time left during the Easter holidays – if so – here they are, the
new edition of my “10 Minutes of Creativity”. Enjoy!
(If you have very limited time, just watch the last example – it will leave you with a smile, I promise.)
The first example is very intriguing and leaves you with quite an aftertaste, in a very good
way… The campaign is for Amnesty International and contains of three strong print motifs which work exactly the same as you will see in the moving images. A very clever idea – and so simple! It nails it just with the picture. Even without the call-to-action you would
have immediately understood the message. Very strong. Chapeau!
Compared to that example the next one refers to #firstworldproblems. But probably every example after the Amnesty one feels a bit awkward. Anyway – I like it. It is from Ikea France and a great activation with regards to product experience. The insight that you might not sleep well because of your mattress is addressed in the best-possible way, am sure it generated very satisfied and convinced consumers – and quite some PR, too, for sure!
The next example is also a more serious one. What I love about it is the simplicity and that it did not request a lot of money. Probably it was just the time creating it which was on the pay-roll. It was only a trial project but so effective that it will be continued. Very cool and a fantastic use of Social Media. I must admit that it is mostly the simplicity of an idea which convinces me the most. Just spot-on.
The idea now just proves how impactful good storytelling can be. It is for Tourisme Québec and instead of showing nice pictures of their beautiful landmarks, they embedded it
cleverly in an engaging story. Executed in a modern and emotional way. The beautiful spots were shown anyway but far more exciting than the general advertising of tourism boards around the world. I got hooked up and so wished that it would have been me experiencing such a journey. My next holiday is not booked yet, so Québec seems to be worth a
travel! Nice idea, well done.
By reviewing the next example I had a big fat smile on my face. The simplicity
of the idea makes it a winner hands down. Great storytelling which nicely
conveys the benefit, well-rounded with the music. The execution is brilliant,
it just feels so natural. Very entertaining, from my point-of-view a
must-watch! I love it.
I leave you with that smile! Am sure, we can all fly, too…
If you still need a bit starting aid for your ideas to fly – I am here to support you: firstname.lastname@example.org. 😊
Have a happy Easter,
spring finally arrived also here in Berlin – and as the weekend is also ahead of us, I want to take the opportunity to abduct you
for 10 minutes from your busy world into the existing world of advertising.
I start with something which you might have seen or heard of already – but it is such a good idea that it does not harm to encounter it twice. It was talk of the world within a very short time, got a lot of attention and the activation was heavily shared on Social Media. Timing (just a day before women’s day) and placement were perfect. Brilliant idea, chapeau!
The next example is also a very simple and small idea but with a potential big impact. It is a distinctive way to raise awareness for the actual number of girls who don’t have the opportunity to go to school – even when there is a long way of counting. In my humble opinion, they could have made better use of a challenging call-to-action via Facebook. The idea is strong and via Facebook they have the perfect possibility to reach a broad target group who would be willing to participate. Just remember the Ice bucket challenge, am sure it could work in a similar way. It is not only important to have a good idea, it is even more important to activate it in the right way to be seen – and that does not mean you would need huge media budgets.. Anyway, the idea is good!
The next example is from Vodafone in India. The insight is not new but obviously we need a reminder to look up from our phones, isn’t that sad? The activation by Vodafone is nice. A simple and thoughtful idea, inexpensive to install but very rich in return.. I like!
#LookUp is also the summary for the next example but in a complete different sense. It is a spot for the new Mercedes Cabrio and I
have chosen it because it is beautifully executed (spring mood!) and clearly triggers your senses of imagination. Am sure it generates awareness as it comes across very unseen and distinctive.
The only thing I would change is the voice of the kid. Target group are adults – and it is their imagination and the CTA to #LookUp at the beauty of our surroundings is targeted to the drivers. I
would have perceived an adult voice, no matter if male or female, as much stronger. Maybe you agree, find it out for yourself.
As an Advertiser, I am totally in love with the next example. How smart, how funny! Probably more for us Advertisers – as the idea was given by Don Draper, the main character of the series “Mad Men”. Anyway – the ads are great, too: simplistic and to the point. A very cool and brave move by Heinz Ketchup. Generated, of course, big buzz on the Social Media channels, too. Well done.
Enjoy your weekend! If you need support or consultation for the development of your campaigns, I am very happy to help. Just contact me under email@example.com .
Best regards from Berlin.
when it is the time of the Super Bowl all advertising related people are eagerly awaiting the spots of its advertising breaks. Often a firework of great creative work, often really costly produced – and more importantly a first indicator of what messages are or will be of relevance to the public. This year did not stand back – some strong messages were amongst the spots, let’s have a closer look if done well or not…
(Btw, normally Valentine’s day also offers great examples of content. This year’s examples did not entirely convince me, that is why no example made it into my selection.)
My first example is the spot of Audi. You might have seen it already as it was heavily shared on Social Media. I would rate their statement as definitely brave as well as very relevant for the world where currently the discussion about equal pay for equal work is very up-to-date. Especially also as Audi completely sets asides any technical feature of their cars. That is definitely great! However, I struggle a bit with the thoughts of the father to refer the value of a woman or man to their salary only. Furthermore, the father would do best when not mentioning any differences between genders to allow his daughter the self-confidence she needs. Anyway, a good attempt of Audi and worth the contribution to the discussion. Being aware, is the first step for change!
Less political but still a message towards gender equality is the next example of P&G “Mr. Clean”. Run also during the Super Bowl, very funny and nicely executed.
The hint that a man who cleans has also a good impact on the relationship is a fun insight, hopefully also one who convinces that cleaning is not just the woman’s responsibility. The music and great casting adds to the entertainment.
Made me giggle. Am also convinced that the ad is very memorable through the very concise usage of the Mr Clean icon. Well done.
The intention was probably not meant in that way – but the spot from Budweiser during the Super Bowl could not have been released at a better time. It celebrates the former immigrant Busch who
grounded a brewery which now is among the biggest breweries in the world and sells America’s most famous beer. When the spot has been developed and executed, it could not be foreseen that the new
president of America would close its borders for certain countries. What irony!
Anyway: it makes the current Budweiser spot even stronger. Executed in movie-style, great storytelling and spot-on.
No political message at all has the next example. An ad for Squarespace, simply executed based on a simple but striking insight, too. The use of a testimonial for this service makes absolute
sense. John Malkovich brill as ever. And btw the ad is to his advantage, too, as he really sells his own fashion collection.
Very entertaining. Clever! Love it.
Also very light-hearted is the Super Bowl campaign from Skittles.
Always a big player in this advertising battle, their story now comes across as quite small in comparison to Budweiser & Co. – but not less entertaining – and isn’t it all about that entertainment during Super Bowl?
Their story is fun and nicely highlights their benefit of great taste. And also memorable. Makes me want to try one immediately, too!
My last example did not run during the Super Bowl. But that doesn’t matter. It is very striking anyway – and got the attention also without the big event behind.
Denmark’s TV channel TV2 nailed it in the current Trump times – and gives an important lesson about tolerance and acceptance.
Again, a simple insight – but often it is the most obvious which is not cracked so easy. This example is – although so obvious – still surprising. It tickles your curiosity, very engaging through the storytelling. So good, so true, so touching! I like!
Hope you enjoyed today’s selection.
Stay tolerant and be brave when it comes to creativity. It will pay off, I promise.
If you need a bit more bravery for the development of your campaigns, I will happy to support you. Just send me a message at firstname.lastname@example.org .
Best regards from Berlin,
welcome back to a new edition of my „10 Minutes of Creativity“ .
Hope 2017 will become a successful year for all of us.
I don’t know what your new year’s resolution was – but this example might add to it? Just a small idea but witty and surprising. The insight and media placement is good although no rocket science – anyway: I did not see it before, did you? Well executed, I like it.
A good resolution would also be to stop gender stereotyping. Audi in Spain did a very nice statement on that. Although the Online film is quite long and the story quite predictable, I enjoyed the perfect animations and liked it anyway. I also think the topic still matters – probably more than ever- and I am happy that brands like Audi use the opportunity to support it and do something for a change. Clearly scores full marks on sympathy points.
Far more serious is the next example. Were you also thinking of Aleppo when you heard the fireworks of New Years Eve? Sounds strange but I did -maybe because in Berlin the usage of those loud fire-bombs seems to be big fun for some people – for me certainly not! So, not surprising that also Amnesty International used the opportunity to take the sounds of New Years Eve as an insight to remind of Aleppo. Talking of New Years resolutions – a donation would not hurt, would it?
The next example is a beautiful epic work for Adidas.. It is not from Adidas though - but a work from a film student from the film academy Baden Württemberg in Germany. Funnily the student offered this film twice to Adidas, first a pre-production and secondly at post-production stage but both times Adidas was not interested to be the official sender of the film. A huge mistake which they obviously realized by now. The film reached already over 11 million views and was heavily shared on Social Media. I can only encourage you to work closer with students – can be very worthwhile!
That was it for today! Have a great weekend.
If you need help in the development of great campaigns for your brand – I am very happy to support you!
Give me a call and we can discuss how to reach your objectives: +49 163 606 9118.
All the best,
welcome to a new edition of my “10 Minutes of Creativity” – it will bring you into the perfect X-mas mood, it is about time!
But before I am jumping into the magic world of X-mas I need to draw your attention to a piece of creative which is so NOT x-massy but so brilliant that it is a must-see no matter the
I am thrilled, it is for me the best creative of the year. The insight is outstanding and the wow-effect guaranteed. Totally unexpected, simply genius. Definitely a piece of creative I would have loved to be involved in. Congratulations to the team of BBDO in NY. Brill!
A few years ago, special Xmas advertising was not so popular. Only a few brands did it in big style and mainly English or American brands.
A leading example are the Xmas ads of John Lewis. Every year already eagerly awaited (nearly 22 mio hits already!), they mostly do not disappoint and leave you with this touching “Aaah” feeling – so again this year. Quite a challenge to top it every year! This year’s spot is beautiful. And funny at the same time. Great postproduction, too.
But also other brands started to think big. Last year’s “Heimkommen” spot by Edeka had probably inspired a lot of other brands.
Amazing that now discounters jump on the festive train, too. Who would have thought? But only consequent considering their joint attempts to be perceived as brands.
A very sweet example is done by Aldi Ireland: Funny, festive and memorable due to its main character.
Without mentioning, it smartly places itself as a valid supplier for your Xmas goodies. Nice.
In comparison Lidl in Ireland had chosen a far more traditional way. Reminded me a lot of the “Heimkommen” spot but in a different twist, of course. Done nicely, although not really surprising but it surely transports warm Xmas feelings and therefore succeeded in its mission. Nothing to moan about!
Is X-mas also not for being with your beloved ones? Often travelling is involved, too. So it is not surprising that also Heathrow Airport did a X-mas campaign for the very first time ever. “Coming home, the best gift of all”: Characters, music, message – all greatly fitting and spot on. Classy! Btw fantastic animations, too. Very very sweet. Love it.
Different but not less charming is the next example for Allegro, the leading internet marketplace in Poland. Would have been a great example for a language school or app, too.. Heart-warming with an unexpected ending, great storytelling.
And last but not least something silly but smart. I had to laugh!
Feel sparkled now? I hope so.
Time to say good-bye: That was it for this year!
Many thanks for great projects together, it was a pleasure. Am looking forward to working with you hopefully soon again.
Have a magic Xmas – and great holidays. For 2017
I wish you the very best, may it be a bubbly, joyful one!
Halloween is over, Xmas approaching in big steps, a time of the year which is
highly frequented by advertising in all forms..
No worries, for this newsletter I will save you from Xmas yet, am sure you will
be probably far more appreciative for it next month.
Given the recent happenings of the US election Xmas could not be farer away in my mind anyway. I think this first example is a fitting one to show what really matters during the election battle. You decide, if it really does!? From my pov an interesting idea, however could have been stronger in the execution as not very convincing if you ask me. But worth watching it anyway as it proves that creative thinking is even not limited by the US election topic..
Also in the context of the election the next example made great use of Outdoor.
In Denmark alone 8,714 Americans were able to vote in the American election and the Danish Socialist People's Party had their eyes literally rolling at one of
the candidates. Didn’t help though – but am sure that this definitely has other
The next example also couldn’t be further away from any nice Xmas thoughts. Again, a strong example of content for a social cause. It is already older, however it just did not cross my path yet, maybe because I am not target group? I have the impression that creativity knows no limit when creating content for a social cause. May it because the benefit is often very clear and single-minded or because the clients often don’t have much money to support it and are therefore thankful for every little idea. I don’t know but this example is definitely striking and cruel at the same time:
Very convincing is also the next idea from Ikea in Norway. It is a fundraising
idea, delivering an Important message. Very well executed and the insight is
brilliant. For sure giving a thought-provoking impulse as hitting you in a
moment which could probably not be more prosperous in comparison to the
situation Syrians currently face.
Although it is not really a Halloween spot the next example was counted amongst those and as one of the most liked. Maybe you remember the Johnnie Walker “Dear Brother” work from two students last year which I also shared within my “10 Minutes”. This work for Volvo is their next big coup. Daniel & Dorian just finished their studies in Germany, a director duo to definitely keep an eye on!
The idea reminded me a bit of the very successful “10 dumb ways to die”
campaign for the Australian Metro, but this only as a side comment. Generally,
there is nothing to moan on - but judge yourself:
I try to avoid to just share simple spots but to focus more on the campaign approach and the content which is produced underneath. However, I make an exception for the next example as I was very touched by it. As November is the month of Movember I think it is worth reminding of the Movember Foundation to support Men’s Health. Tissues please!
This is it for today.
When you are preparing your brands for Xmas and the year ahead and want to do a pitch or need a good briefing or need help in developing your new campaign: just contact me under email@example.com. I am very happy to support you!
another edition of my „10 Minutes of Creativity” is ready for you to be explored.
We Marketers all know what impact good storytelling can have on your campaign. It starts with the insight which is often the most difficult task to crack. It can occur that the insight is very clear but not very distinctive due to the matter of fact. Good storytelling can then influence massively how engaging your campaign is going to be.
The next example is such an example:
I don’t know how many different ads I have seen already for not using your mobile in the car to ensure safety on the streets. No matter which brand or organisation is behind the campaign:
The insight often refers to your beloved ones in a very similar way. The following is a successor of the strong AT&T “Don’t text and drive” campaign. Maybe you remember it as I did share it here, too?
This recent example feels a bit movie like and at least I was totally drawn into it. So engaging.
The family dad generally acts like a role model, you see danger coming but all situations are handled correctly by him - well, nearly all.. I wish more people would watch it and act upon.
Am definitely hooked!
Talking of storytelling: What possibilities good stories bear, shows the next example:
A cooperation of Audi & Airbnb? What sounds like a strange match turns out to be an absolute win:win for both brands. Very clever, I like I like! Of course, this is combined with a raffle where you could win a test drive with the Audi in this spectacular hide-away from Airbnb. Too cool!
I dedicated my last edition of the “10 Minutes” to the Olympics – now I want
to at least share one spot from Adidas released during the Paralympics.
What I especially like is that they treat the topic of disability with such honesty, addressing the odd thoughts the viewers might have. There is nothing to glorify but to honour how much strength and will it takes to compete against these odds.
It shows a perspective which often will not be highlighted as it requires courage to address it. Very striking!
How cheeky Volvo has been in Brazil shows the next example. As simple as the
idea is, it also takes some guts to outpace the competitors in such a way. But
with the eye on the consumer I have to admit, it couldn’t be more convincing… Brave!
I will end today’s edition with just a good laugh – there is nothing exiting or
spectacular or super distinctive about the next ad. Just nicely executed and
perfectly serves what advertising often is for the consumers: good
entertainment. And probably we all agree: sadly, this is sometimes more than
you will get of most of the content out there in advertising land…
Do have some good laughs over the weekend!
In case you are interested in getting support for your campaigns:
Am very happy to work with you, too, on your Marketing plans and
communications development. Just finished some exciting projects which I am
happy to present to you – please feel free to contact me any time at firstname.lastname@example.org or
+49 163 606 9118.
Have a happy weekend,